New partnership aims to attract more visitors and boost Lichfield’s economy by £46million

A new partnership aiming to boost the Lichfield economy by £46million has been launched.

The Lichfield City Centre Development Strategy will see key organisations such as Lichfield District Council, Lichfield Cathedral, Staffordshire County Council, the Greater Birmingham Chamber of Commerce and Lichfield City Council working together to boost visitor numbers.

The launch of the Lichfield City Centre Development Strategy

The launch of the Lichfield City Centre Development Strategy

David Gage MBE, chairman of the partnership, said the new strategy would pay dividends.

“I am looking forward to playing an active role in shaping the future of Lichfield city, a place which I think has huge untapped potential and many hidden gems,” he said.

“The strategy aims to elevate Lichfield city and its role in the wider district by enhancing existing attractions, delivering better and more targeted promotions, providing improved visitor facilities and ensuring visitors want to stay longer and spend more.

“Above all, the strategy aims to increase visitor spending in the city by 5% per annum over the next five years, leading to an additional annual contribution of £46m to the local economy and supporting 850 additional jobs – something we can all support.”
Cllr Helen Fisher, Cabinet member for tourism at Lichfield District Council, added that there was real value in ensuring all groups were thinking of the bigger picture.

“We have developed an action plan as part of the strategy,” she said. “It sets out the initiatives city partners will work to deliver, whether individually or jointly, over the coming years.

“Not only does it make clear what we are all trying to achieve, it will make joined up working possible, and make attracting funding easier organisations – from the Heritage Lottery Fund through to the Arts Council – will be able to see we have a cohesive vision for Lichfield.”
Issues around much-needed improvements to Lichfield’s railway stations have already been highlighted as barriers to boosting tourism.

But the Very Revd Adrian Dorber, Dean of Lichfield Cathedral, said all partners had a role to play in improving how attractive the area is to visitors

He added: “A shared vision for the city is vital if we are serious about it reaching its full potential as a visitor destination that draws people in from across the region, nationally and internationally, supporting hundreds of businesses and jobs.

“We are home to one of the most awe-inspiring cathedrals in the land, have amazing history and heritage that weaves together stories of Anglo-Saxon warriors, Samuel Johnson, Erasmus Darwin and more.

“It is only by pulling together through a strong partnership that we can make the most of these assets, whether that’s improving visitor facilities, marketing ourselves better, or joining up to attract funding.”

The strategy can be downloaded here.

Founder of LichfieldLive and editor of the site.


  1. Steve

    29th September, 2016 at 2:59 pm

    Reading this report is depressing.

    Lack of investment in Lichfield for years. Parts getting run down and looking poor. Poor and shabby public amenities. Dirty and inadequate rail stations. Poorly maintained pavements…..

    Rather than getting excited about this report. The council and our MP should hang their heads in shame.

  2. Rob

    29th September, 2016 at 7:26 pm

    Hope it doesn’t attract any more of those criminal elements from the ghastly West Midlands conurbation.

  3. Cearbhaill

    1st October, 2016 at 4:27 pm

    @Rob, Of course it will, Lichfield is easy pickings for these people, they have been ‘testing the water’ and found it very appealing.

  4. Mat

    2nd October, 2016 at 3:35 pm

    So build a wall and get them to pay for it, then all of Lichfield’s trouble will be over.

  5. Cearbhaill

    2nd October, 2016 at 8:18 pm

    @Mat, Ah yes, I see what your implying, very good indeed.

  6. AgitatorofPeople

    5th October, 2016 at 9:56 am

    Reading the list of 12 partnerships in the report, it becomes very apparent that there is no “public resident” representation, just the usual self interest parties and groups involved.
    The scope of the study is very “retro” with most of the interest in Lichfields history, which is commendable, the arts and festivals are mentioned, but I have a feeling from the report that the “Church” or the only church that matters in Lichfield, will wade in and get the biggest share of any benefit from the tourism plan.

    The Youth hall at Minster Pool has been ringed for development along with a number of other areas around Stowe pool.
    St Marys in the market square (remember the building that was under threat unless we sell the present beautiful public library building and invest the money into the church) is actually featured as a main attraction and for use as a public art gallery, was it ever under threat? and are they going to build an extension, as the council are telling us that everything will fit inside, tourist info, a class leading library, art Gallery, and the cafe, maybe they have been talking to Dr Who about his Tardis!

  7. Sj

    13th October, 2016 at 4:09 pm

    I’m all for projects to boost Lichfields economy ,perhaps you could arrange guided tours of some of the crimes against architecture and heritage ,the local council have inflicted on us over the last few years

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